Many social network gurus mention that there are miraculous strategies on how to get a lot of interactions in social networks and how to move a lot of numbers and people around the networks and have them follow your product. But is this true?
If there is one thing that many social network “experts” boast, it is that they know miraculous strategies that could make your product gain recognition within the different market niches of a social network. However, most of the time these are unfounded scams beyond their own words. With this in mind, we are going to answer a question that you are probably doing. Is there really a miraculous strategy to get a presence on social networks? What is the most powerful tool to get that presence?
Different purposes require different tools.
We regret to say that no, there is no secret formula or miraculous tool that allows you to move millions of people within your social circle to make your brand more visible and anyone who wants to sell you such things are usually nothing but simple scammers. However, that doesn’t mean that you can’t do anything so that your presence within the different social networks can make your brand different, however, this will vary depending on what you want to achieve.
The “most powerful” strategy will always depend on many factors. There is no one strategy applicable to all types of businesses or people. Each case needs a unique solution. In simpler words, each business faces a unique problem, and to solve it is necessary to create a unique “equation”. On the other hand, certain principles apply to all types of businesses, and every social media strategy or any other means must be based on those principles.
Principle#1: Know your audience.
The more your marketing strategy fits your audience’s way of thinking, the stronger and more solid it will be. This is the first step. You should know their desires, fears, strengths, weaknesses, needs, what bothers them, what they want most in life, who they admire, what kind of books they read, what their favorite blogs are, etc. It may seem exaggerated, but in the business world, those who know their audience best will always be the winners.
According to the University of Pittsburgh “Audience analysis involves identifying the audience and adapting a speech to their interests, level of understanding, attitudes, and beliefs. Taking an audience-centered approach is important because a speaker’s effectiveness will be improved if the presentation is created and delivered appropriately. Identifying the audience through extensive research is often difficult, so audience adaptation often relies on the healthy use of imagination.”
Principle #2: Know your competitors.
There’s a saying that goes: “The best offense is a good defense.” After meeting your audience, you need to know who your competitors are. This is useful for analyzing your strategies and finding weaknesses. By doing a competitive audit you will be able to find these factors, as well as identify points of differentiation between your product and theirs. By knowing how your rivals work in the field of social networks you will know what to do and what not to do and you will prepare your offensive.
Principle #3: Find the influencers in your industry.
Make a list of the best 10-20 influencers in your industry and analyze what they are doing on social networks. You should identify two things:
- The most popular media in your industry (Twitter, Facebook, LinkedIn, etc.)
- The type of content that tends to be most popular. That is, topics that tend to become viral, preferred formats (articles, videos, downloadable content, etc.) and how often new content is posted by these people.
This will give you solid clues to start creating your social networking strategy.
According to Ryan Gould using influencers is one of the easiest ways to get people interested in your brand because they are familiar faces that will make your interaction with the public more familiar and fun for them.
Principle #4: Do an audit of your brand.
A brand audit can help you identify your strengths and weaknesses. This information is extremely useful to create your brand identity and position yourself in social networks in the right way. You can start by asking yourself the following questions:
- What makes me different from my competitors?
- How could I define my brand in just 3 or 4 words?
- What is my weak side and how can I use it to my advantage? (Many people think that they should hide the weaknesses and defects of their brand or product, but the truth is that you can use them to your advantage. By not hiding them, you inspire transparency and authenticity to your audience.)
- What is the main need or desire that satisfies my product/service?
- What is my mission? (The reason why you and the rest of your organization work every day.)
- What do I believe? What are my values?
In spite of everything we can tell you in this article, the most powerful strategy will always be to generate quality content. You have to create optimized content: text, images, video thinking not in search engines, but in the audience. In social networks this becomes more important from the engagement side. What makes people share, like and finally buy? Simple, your way of interacting with them. If you manage to understand this you will be able to achieve everything you propose within the social networks.
If you follow these steps as the basis of your strategy, you will be successful no matter what market you focus on.